Analisis Strategi E- Marketing terhadap keputusan pembelian online

Abstract

Pada era pandemic saat ini banyak masyarakat beralih pada pembelian atau transaksi berbasis online. Pada industri asuransi banyak perusahaan asuransi menawarkan produk melalui media cetak dan media elektronik. Penawaran pada media elektronik atau online, dapat membantu masyarakat untuk dapat memilih produk, berkonsultasi dan menentukan produk asuransi secara real time dan cepat. Banyak perusahaan asuransi berlomba-lomba untuk dapat menawaran produk asuransi melalui media elektronik dan media online. Salah satunya adalah membuat aplikasi berbasis website. E-marketing sangat membantu perusahaan untuk dapat memberikan beberapa pilihan layanan penjualan, baik melalui bisnis online ataupun bisnis offline. Penjualan pada startegi E-marketing atau layanan berbasis internet dapat memudahkan pelanggan untuk dapat menggunakan layanan pada suatu produk. Penjualan melalui E-marketing atau melalui aplikasi berbasis internet dapat memudahkan calon konsumen untuk dapat mendapatkan informasi secara up to date, cepat dan efisien. Tujuan penelitian ini adalah Menganalisis pengaruh variabel Kemudahan (Easy to Use), Kualitas Informasi (Information Quality), Kepercayaan (Trust), E-Service Quality, E-WOM, terhadap keputusan pembelian dan Merumuskan implikasi manajerial yang dapat diterapkan bagi penjual dalam pengelolaan aktivitas pemasaran E-marketing. Penelitian ini menggunakan metode kuantitatif, yaitu SEM-PLS dengan menggunakan data primer berupa kuesioner serta data sekunder dari data-data internal perusahaan serta jurnal dan penelitian sejenis. Hasil penelitian menunjukkan bahwa Persepsi customer terhadap E- marketing sudah cukup baik, dimana kemampuan E-marketing dari Website/Aplikasi cukup mampu mewakili Asuransi AXA dalam hal mengenalkan merek, produk asuransi hingga menyakinkan pelanggan membeli polis. Persepsi customer tentang informasi produk berada di tingkat brand recognition, tahap pengenalan merek dimana customer sudah mengetahui produk/layanan Asuransi AXA sebelum membeli polis asuransi. Persepsi customer mengenai Easy to Use, mengetahui website/aplikasi Asuransi AXA mudah digunakan. Persepsi E-service quality dari hasil penelitian paling banyak menunjukkan Asuransi AXA sudah menawarkan pelayanan produk asuransi dengan jaminan resiko yang tepat seperti yang dibutuhkan. Namun dalam segi kecepatan respon penanganan klaim Asuransi AXA harus lebih ditingkatkan. Selanjutnya persepsi E-WOM Asuransi AXA sudah baik, pada level like the brands yaitu kondisi dimana customer sudah menyukai merek Asuransi AXA berdasarkan pengalaman yang didapatkannya dan merekomendasikan kepada kerabat dan sanak saudara. Selanjutnya, persepsi Trust, dengan adanya website/aplikasi yang memiliki fitur live chat dan real time video untuk berdiskusi mengenai produk sudah baik, hal tersebut menunjukkan komitmen asuransi AXA dalam memenuhi standar kepercayaan konsumen untuk memakai produk. Product information, Easy to Use, e-service quality, E-WOM dan Trust berpengaruh terhadap keputusan pembelian. Implikasi manajerial prioritas yang diterapkan oleh Asuransi AXA untuk meningkatkan keputusan pembelian yaitu pada pengembangan E-marketing perusahaan, baik dari sisi product information, Easy to Use, e-service quality, E-WOM dan Trust.

In the current pandemic era, many people have switched to online-based purchases or transactions. In the insurance industry, many insurance companies offer products through print and electronic media. Offers on electronic or online media can help people to be able to choose products, consult and determine insurance products in real time and quickly. Many insurance companies are competing to be able to offer insurance products through electronic media and online media. One of them is to create a website-based application. E-marketing really helps companies to be able to provide several sales service options, either through online business or offline business. Sales on E-marketing strategies or internet-based services can make it easier for customers to be able to use services on a product. Sales through E-marketing or through internet-based applications can make it easier for potential customers to be able to get information up to date, quickly and efficiently. The purpose of this study is to analyze the influence of the variables Easy to Use, Information Quality, Trust, E-Service Quality, E-WOM, on purchasing decisions and formulate managerial implications that can be applied to sellers in managing E-marketing marketing activities. This research uses quantitative methods, namely SEM-PLS using primary data in the form of questionnaires and secondary data from internal company data as well as journals and similar research. The results showed that customer perceptions of E-marketing were quite good, where the E-marketing capabilities of the Website / Application were quite capable of representing AXA Insurance in terms of introducing brands, insurance products to convince customers to buy policies. Customer perception of information product is at the brand recognition level, the brand recognition stage where the customer already knows the AXA Insurance product/service before buying an insurance policy. Customer perception of Easy to Use, knowing the AXA Insurance website/application is Easy to Use. The perception of E-service quality from the results of most studies shows that AXA Insurance has offered insurance product services with the right risk coverage as needed. However, in terms of the speed of response to handling claims, AXA Insurance must be further improved. Furthermore, the perception of E-WOM of AXA Insurance is good, at the level of like the brands, which is a condition where customers already like the AXA Insurance brand based on the experience they get and recommend it to relatives and relatives. Furthermore, the perception of Trust, with the existence of a website / application that has live chat and real time video features to discuss the product is good, this shows the commitment of AXA insurance in meeting Consumer Trust standards to use the product. Information product, Easy to Use, e-service quality, E-WOM and Trust affect purchasing decisions. The managerial implications of the priorities applied by AXA Insurance to improve purchasing decisions are the development of the company's E-marketing, both in terms of information product, Easy to Use, e-service quality E-WOM and Trust.